Companies Must Now Contend With Cautious and Refined Consumers
Stephanie Hamiliton – June 2004
Marketing Plans
Many clients claim to have marketing plans, but most clients admit to not having updated them in years. If so, chances are your business plan projections may be headed for trouble, companies must now contend with cautious and refined consumers.
The âprocessâ? comes down to identifying your best clients, researching how you got them, and finally figuring out the best way to replicate that process. Most serious plans feature, a description of the company, its products or services, its customers, a course of action and timeline to review results and update as necessary.
You donât need a marketing plan the size of a phone book for it is comprehensive. Keep it simple and precise â and remember execution and implementation!
USP
Defining the USP of any product or service is vital to the longevity and success of any company. Part of any overall good marketing strategy involves âdefining yourself.â? Sounds easy enough, right? A USP, is defined as your Unique Selling Proposition, which is basically, what makes you different from your competition.
To identify your USP, write down the strong points of your product or service. Then do the same thing for your company/ organization. Take the top two line items on each list and consolidate to make one statement. Now you have your USP!